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DoubleClick's enhanced ad mgt. solution for online publishers

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DoubleClick which claims to be the leading provider of tools for advertisers, web publishers and direct marketers has unveiled an enhanced version of the DART Enterprise ad management and delivery software. Leveraging the insight and experience of close to 300 online businesses worldwide, the company claims that DART Enterprise 5.1 is its most robust and scalable ad management and delivery software to-date.

Publishers benefit from faster, real time log processing: DoubleClick's latest release provides online publishers such as WebMD, Lycos Europe and Focus, with key management and architectural improvements -- unprecedented flexibility in managing and reporting on complex campaigns in both online and offline environments. It also improves log processing for increased efficiency.

An official release informs that with an integrated reporting engine, the results of the advertiser's campaign can be viewed in real time, and with AdInsight, sets of reports are developed for advertisers using batch processing. In addition, the new unique architecture streamlines log distribution, minimising bandwidth consumption and increasing data delivery.

Publishers gain advanced inventory mgt. capabilities: The release states that the software provides improved scalability in the Inventory Manager, enabling more jagged visibility into sites' available ad inventory. Publishers are able to better manage capacity and eliminate wasted inventory by redefining inventory forecast on an as-needed basis.

The software employs an advanced inventory management model that allows for more sophisticated day-part targeting capabilities such as the smooth delivery of ads by day or hour and includes time/date ranges. These targeting enhancements are amplified by providing traffickers with the ability to target multiple segments on an ad hoc basis. Lycos Europe has stated that it has derived enormous benefit from the increased log processing performance and scalability of the front end components. This has given the site the ability to serve approximately 200 million ads per day states the release.

Workflow improvements ease the trafficking process: Workflow and user interface enhancements have resulted in more efficient ad operations such as faster trafficking and improved accuracy. This allows publishers to save time and costs as they can more easily and efficiently manage the steps involved in ad serving. DART Enterprise 5.1 allows publishers to quickly copy creatives across multiple ads and products across multiple sites.

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